Telling stories with Facebook
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Transcript of Telling stories with Facebook
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Telling stories with
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EVERY BRAND TELLS A STORY
WHY?MODERN PR
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A BRAND’S STORY STARTSON FACEBOOK
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PAGE
STORY
AUDIENCE
FANS FRIENDS
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YOUR PAGE
• Brand identity• Target audience• Customer care• But most important: Engaging story
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WHAT MAKES ANENGAGING STORY?
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ENGAGEMENT CHECKLIST
Objective
Tone of voice
Type of content
Optimization
Ads and Sponsored
Stories
What is the objective? • Information• Entertainment• Activation
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ENGAGEMENT CHECKLIST
Objective
Tone of voice
Type of content
Optimization
Ads and Sponsored
Stories
What is the objective? • Information• Entertainment• Activation
Which tone of voice works bestfor your audience?(fan demographics)
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ENGAGEMENT CHECKLIST
Objective
Tone of voice
Type of content
Optimization
Ads and Sponsored
Stories
What is the objective? • Information• Entertainment• Activation
Which tone of voice works bestfor your audience?(fan demographics)
Which type of content to use for a story?
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ENGAGEMENT CHECKLIST
Objective
Tone of voice
Type of content
Optimization
Ads and Sponsored
Stories
What is the objective? • Information• Entertainment• Activation
Which tone of voice works bestfor your audience?(fan demographics)
Which type of content to use for a story?
Check how and when fans normally share your content
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ENGAGEMENT CHECKLIST
Objective
Tone of voice
Type of content
Optimization
Ads and Sponsored
Stories
What is the objective? • Information• Entertainment• Activation
Which tone of voice works bestfor your audience?(fan demographics)
Which type of content to use for a story?
Check how and when fans normally share your content
Does your story needs commercialsupport for maximum reach?
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ENGAGEMENT CHECKLIST
Objective
Tone of voice
Type of content
Optimization
Ads and Sponsored
Stories
Measurement
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ENGAGEMENT CHECKLIST
Objective
Tone of voice
Type of content
Optimization
Ads and Sponsored
Stories
Measurement
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CREATE A DIFFERENT STORY THAN ANY OTHER BRAND
Objective
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VOICE CREATE YOUR OWN CONSISTENT VOICE
Tone of voice
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PEOPLE SHARE: To make life easier To build relationships To help others To show a lifestyle
Type of content
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OPTIMIZATION: Short messages Call-to-action Visual Timing
Optimization
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Ads and Sponsored Stories
1. Facebook standard ad as it appears on the right hand side of Facebook
2. Facebook page like ad as it appears in the news feed
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Ads and Sponsored Stories
3. Sponsored post as it appears in the news feed
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Ads and Sponsored Stories
4. Facebook mobile app install ad
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Ads and Sponsored Stories
6. Facebook sponsored search result
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Ads and Sponsored Stories
Targeting v1
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Ads and Sponsored Stories
Targeting v2
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Measurement
Key metric: Reach
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Measurement
Key metric: Engagement
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NOW WHAT?
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Look for your client’s story Create a content strategy Develop a content calendar Define roles/responsibilities
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QUESTIONS?